Kinder Than Wolves - EP Release Case Study

Campaign Overview and Goals: In the winter of 2016, Green Light Go began a campaign with Orlando band Kinder Than Wolves to release their debut EP, Mean Something. The major goal for the group was to gain national attention and to engage people on their first release.

Strategy: The strategy for Kinder Than Wolves was to focus on their music and background. Though the band is from Florida, their sound was much closer to the shoe-gaze style of London. All three members were also audio-engineers by trade, and recorded and produced all of the music themselves. We reached out to people with audio-engineering backgrounds to show how this release was different than that of other debut releases, even on a technical level.

Results: Through this approach we were able to sercure coverage with key tastemakers including The 405, Fresh On The Net, and BBC6, with 48 placements in total for a 100 contact campaign. These results are not typical for a campaign of this size, however, through our efforts we were able to maximize coverage and find a good deal of success.

When he’s not playing a show or practicing with his band Go Tiger, Go! he can be found at one of Detroit’s best new restaurants or taking in the sights and sounds that the area has to offer. He loves running, coffee houses, playing with puppies, and the occasional vortex of video games.

What They're Saying

Working with Janelle and her dedicated team has been a delight and a pleasure. The GLG team work passionately with music they legitimately love, and this comes through in the results. I'm very satisfied with the publicity generated for my single campaign with features in high profile outlets like Paste, Indie Shuffle and Magnet. If you're looking for a publicity team with strong positive values, great contacts and a willingness to go that extra mile then look no further.